marketing research test 3

In a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, the skip interval should be:

30

The difference between probability sampling and nonprobability sampling is that in nonprobability sampling:

NP does not involve use of randomization, can be used to disprove a hypothesis.

_____ involve a situation in which possible responses can be interpreted a number of different ways.

ambiguous questions

Which of the following is true of cluster sampling?

area sampling is a form of cluster sampling

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient?

comparative rating scale

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

constant sum scales

A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related.

construct

A(n) _____ includes two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue.

double barreled question

examples of leading questions

how short was Napoleon

In which stage of the sampling plan will random-digit dialing probably be considered?

identifying the sampling frame

Which of the following statements is true of leading questions?

in surveys leading questions produce unreliable and unusable information

Which of the following statements is true about ratio scales?

it is the most powerful scale. Includes the properties possessedly less powerful scales.

A college professor wants to know if the university students in the Unites States will find the new textbook that he has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the United States. In this scenario, the professor is most likely using:

judgement sampling

Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

likert scale

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

loaded question

professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.

nominal

In optimal allocation sampling, the necessary sample size of each stratum is determined based:

on the relative size of the stratum as well as the variability within the stratum

Which of the following is true about a semantic differential scale?

only the end points of the scale are labeled

Sarah, a researcher, does not have the resources or time to use a probability sampling method. However, she wants to make sure that all ethnicities are fairly represented in her sample. In this scenario, Sarah is most likely to use _____.

quota sampling

The _____ represents the distance between the largest and smallest response.

range

Which of the following is true of simple random sampling?

recruitment technique in which each individual has an equal and independent chance of selection

Jamie Nelson works for a telephone company. She is interested in determining the satisfaction of the customers with the service provided by the company (for landline customers only). She decides to collect data from the customers listed in the company's existing customer directory. In this scenario, the customer directory serves as a(n) _____.

sampling frame

Spectrum Inc., an automobile manufacturer, is interested in measuring the customer satisfaction of car owners. It decides to collect data from new purchasers of Spectrum cars. In this scenario, the new purchasers of Spectrum cars represent a(n) _____.

sampling unit

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

scale measurement

A researcher designs his questionnaire in such a way that respondents can communicate the intensity with which they like or dislike a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7) are commonly referred to as:

scale points

_____ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected.

simple random

The difference between a single-item scale and a multiple-item scale is that a:

single item scale involves involves collecting data about only once attribute of the object being investigated

Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles?

snowball sampling

If there is significant variation among subjects regarding their attitudes toward a given brand, this variance will be reflected most clearly in which of the following measures?

standard deviation

The difference between stratified random sampling and cluster sampling is that in cluster sampling:

stratified and cluster sampling both attempt to deal with problems with simple

Before polling the students in Scion School of Business, a researcher divides all the current students into groups based on their class standing, such as freshman, sophomores, and so on. Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing?

stratified random sampling

The term "sampling unit" refers to the:

target populations

Which of the following statements is true regarding the various scale measurement issues?

the researcher should give clear and simple instructions

Which of the following statements is true about interval scales?

they can measure absolute differences between scale points

Which of the following statements is true of double negative questions?

they create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly.

Which of the following is true of convenience sampling?

using convenience samples to develop constructs and scales can be risky